A phone case for every occasion. A new brand and eCommerce platform.
Problem statement
Caalman is the new internationally oriented eCommerce platform formerly known as Hoesjes Outlet. After having worked on Hoesjes Outlet for multiple years, the branding didn’t quite matched the ambitions of the team. Through various sessions and workshops the conclusion was to rebrand to the more neutral and brand name, Caalman. I was asked to design their new Brand Identity along with a complete overhaul of their eCommerce platform.
Responsible for
- Visual Identity
- Strategic goals and measures
- UX and UI Design
Research
Based on the analytics data the Hoesjes Outlet platform collected over the years. But also the customer insights and extensive amount of experience regarding the products the team had collected over that time. We channeled all that into the new visual identity and a completely new eCommerce platform.
Iterations
CRO was one of the important pillars of the company. Meaning there was a lot of improvements and optimizations based on hypotheses and testing with live data. There were numerous iterations done on the checkout flow as well as other pages. Improving the user experience while increasing conversion rates.
Results
- A fully rebuilt platform with PWA technology implemented
- Rebranding and replatforming mentioned on various outlets
- Improved checkout flows
- Improved filtering
